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March 19th, 2013

Posted on
March 19th, 2013, 4:12

According
to IDC, the overall market for automating marketing will grow from $3.2 billion
in 2010 to $4.8 billion in 2015. Moreover, they predict that over the next 4
years, marketing automation is the only segment that is expected to grow faster
than any other segment of CRM. This definitely shows that marketing automation
is here to stay. However, before delving further into it, letís first
understand the term marketing automation.

Marketing automation is a
technology that makes use of software to automate marketing management and
customer engagement. An integral component of customer relationship management
(CRM), marketing automation helps in customer segmentation, customer data
integration (CDI) and campaign management. Marketing automation helps to
streamline marketing and sales activities by automating the processes that have
been traditionally performed manually. Thus, marketing automation allows
enterprises to:

Develop
and analyze marketing campaigns and customers

Manage
marketing campaigns

Appropriate
customer data organization and storage

Review
traffic statistics

Measure
conversions

Interact
with customers

Evaluate
customer data

Provide
marketing content

Marketing
automation software provides information across all phases of the marketing
process and this includes:

Enterprises
need to deploy best of the breed marketing automation software to
create and manage effective marketing campaigns. Here is a look at some of the
important features and benefits of the best of the breed marketing automation
software.

Identifies
and qualifies sales opportunities by measuring the online behavior of
prospects

Delivers
an unprecedented level of intelligence about prospect intent and his/her
purchasing proclivities

Separates
the high-intent, ready-to-buy leads from the low-intent,
just-looking-for-info leads

Provides
complete lead data from company details to decision maker contact data

Integrates
easily with sales CRM system thereby ensuring a smooth transition of leads
from marketing to sales

With
todayís business environment becoming highly competitive, investing in
marketing automation software that shortens sales cycles and boosts revenue can
help enterprises in understanding their customersí intent clearly and respond
to them effectively.